19th May 2017

There are lots of ways of monitoring your websites performance but some results may be misleading and well, pretty much useless. It is important that you establish what your goals are in terms of your website, what do you want to achieve? Here are five common objectives that are critical to accurately measuring website performance.

  1. Enquiry forms completed – actual leads or enquiries

The main objective of any website is to generate enquiries or leads and the ‘Contact Us’ form on the ‘Contact’ page is a great guide. Every completed form should be classed as a lead which needs qualifying. Set a target for the number of forms you want completed each month and use this as a guide to how your website is performing.

  1. Number of items purchased

The number of products that are purchased direct from your website also another excellent key performance indicator for many websites. Set goals for individual products and using Google Analytics “eCommerce tracking” may also big a big help.

  1. Number of catalogues downloaded

Other websites may have an area which your catalogue or brochure can be downloaded. This is a key part of lead generation so can be a very useful tool when it comes to evaluating the performance of your website. Again, set a target for the number of downloads that you are looking to achieve each month.

  1. Number of people registered for your newsletter

Newsletters are a great way on interacting with your customers and potential customers and plays an important role in lead generation. Firstly, if you don’t already have a newsletter, start one and secondly, set goals for the number of signups you get and then monitor if this increases each month.

  1. Number of shares/comments on social media

Social media is becoming increasingly important for all businesses so you need to be able to get a good indicator about the level of engagement. The number of shares, likes and comments is a good guide to knowing if your campaigns are effective.

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Once you have outlined your objectives you need to find a way of measuring them. This is where Google Analytics comes in as it is capable of generating various reports that can be setup to assess whether you are achieving your goals. To set a report for your goals follow these steps:

  1. Go to your Google Analytics standard reports
    2. Click on the “Admin” button in the top right
    3. Click on “Goals”
    4. From one of the Goal sets, click “+ Goal” to set up a new goal.

The most important factor is to set goals that are relevant to your business. If you are offering a service, the measure for your goals will be different to someone selling a product online. Try and think outside the box but focus on what is really important to your success, not what may boost your ego.